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The Speed of Change. Challenges for the Modern Marketer

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Presented at the DMA Detroit Educational Conference. Highlights the speed at which technology is changing and the challenges it possess for marketers.

Special thanks to Fred Steube of Cox Media Group (Valpak | Savings.com) and Kleiner Perkins for contributing to the slides provided.

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The Speed of Change. Challenges for the Modern Marketer

  1. 1. Welcome #dmaDetroitEd Melissa Fisher | February 28, 2014
  2. 2. 2 Hello! – I’m Melissa Known as MelissaFisher7 on the internet.
  3. 3. Today’s Agenda 1. Highlight market changes & impacts on marketers. Share best sources to stay informed. 2. How to Innovate and evolve your Marketing strategies and plans in a fast paced digital age. 3. How to leverage Social Media and get real results
  4. 4. The Speed of Change Trends and Stuff to Come. DMA Detroit | Melissa Fisher
  5. 5. Long Ago, People Danced @ Concerts Now they Video / Click / Share / Tweet… Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  6. 6. Our World is Mobile 8
  7. 7. Today you can run, but you can not hide. Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  8. 8. 10 Mobile Growth is Setting Up Contextual Based Consumer Experiences Global Mobile Traffic Growing Rapidly to !3% of All Web Traffic •In 2015 mobile local search volume will surpass desktop search for the first time. •By 2016 , expect mobile to exceed desktop by 27.8 billion queries
  9. 9. Source: Mary Meeker & Liang Wu: KCPB, May 29,2013 Consumer Behaviors and Attitudes are Changing Media + Data Uploading + Sharing from Mobiles = Ramping Fast & Still Early Stage
  10. 10. Source: Mary Meeker & Liang Wu: KCPB, May 29,2013 Photos = 500MM+ Uploaded and shared daily. Growth trend to rise 2x Y/Y
  11. 11. Source: Mary Meeker & Liang Wu: KCPB, May 29,2013 Video = 100 hours per minute Up from 0 six years ago.
  12. 12. Source: Mary Meeker & Liang Wu: KCPB, May 29,2013 Sound = Emerging As voice comes back to phones…
  13. 13. Source: Mary Meeker & Liang Wu: KCPB, May 29,2013 Data driving Win-Win-Win Sharing = Growing Quickly You Help Me, I Help You, We Help Others
  14. 14. 16 Android Adoption Growth – 4x iPhone Source: KPCB, May. 2013; Gartner, Morgan Stanley Research, as of Q2, 2013)
  15. 15. Smartphone usage is in early stage Tremendous 3-4x Upside Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  16. 16. Mobile Commerce impacting bottom-line. 45% of Transactions up <15% Two years ago Source: Groupon as of 3/13
  17. 17. Tablet Growth= More Rapid than Smartphones iPad= 3x iPhone Growth Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  18. 18. Tablet Shipments= Surpassed Desktop PCs & Notebooks in Q4:12, <3 Yrs from Introduction Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  19. 19. Technology Cycles = Still Early on Smartphones & Tablets Now Wearable's Coming on Strong, Faster than Typical 10 yr Cycle Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  20. 20. Turning Passion into Business… Epic Internet Choice Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  21. 21. Re-Imagining of Basic Business Process… Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  22. 22. Re-Imagination of Asset-Heavy Product & Services
  23. 23. Re-Imagination of R&D… Source: Mary Meeker & Liang Wu: KCPB, May 29,2013
  24. 24. Cox Media: Case Study We Drive Promotional Transactions for Businesses & Help Families Save Money
  25. 25. 27 Markets are Dynamic Source: KPCB, May 2013 Location-Based / Merchant-Focused / Deeper Discounts / anywhere@anytime
  26. 26. 28 Early Innovation at Valpak
  27. 27. 29 Connecting Print to Digital & Harnessing Partnerships
  28. 28. 30 1. Receive Valpak envelope with AR marker 2. Launch VP App and tap AR marker 3. Camera launches so you can scan envelope marker 4. Once scanned, A/R launches with local coupons Augmented Reality
  29. 29. 31 Valpak & Digital Wallets
  30. 30. 32 Innovative Distribution
  31. 31. First in Market - In the News Strategic Partnerships Have Resulted in the Following Benefits: • Driven hundreds of media pickups (local & national) • Generated hundreds of thousands of $ media value • Reached millions of consumers GMA: 4.75 million audience, $204k publicity value 33
  32. 32. What Impacts You? Group Share or Pick a spokesperson to report on… • Top digital marketing sites used? • Testing new platforms? Best to date? • Technology Opportunities/Threats? • New Emerging Business Model Opportunities/Threats? • Other technologies or market factors worth watching?
  33. 33. Releasing in May =Stay Informed…
  34. 34. What are your favorite sources? (group share) • Futurists • Technology • Emerging Business Models • Marketing Strategies • Marketing Tactics • And More…
  35. 35. 37 A Direct Marketer’s Perspective Fast – Scary – Thrilling
  36. 36. 38 What Will Marketer’s Need to Do to Compete?
  37. 37. 39 Ideate, Brainstorm, Innovate, Partner Team Brainstorm Black Ops – Org Hack Partnerships Design Thinking & Innovation Methods
  38. 38. 40 Cox Media Group Ideation
  39. 39. 41 Take Risks
  40. 40. 42 Think Differently
  41. 41. 43 STEALTH HACK & FORM PARTNERSHIPS Partnerships & Stealth Hacking
  42. 42. 44 Don’t Need to Reinvent the Wheel Everything is a Remix
  43. 43. 45 The Future for Media Companies?
  44. 44. 46 Cars as Communications Platforms
  45. 45. 47 Future of TV: Personalized, Connected, Dimensional Connected Surfaces - New Ad Contexts & Ubiquitous Consumption Rich Media Formats – New Programming Flexible Screens – Increased Distribution Smart, Personalized Ads
  46. 46. 48 Future of Radio: Personalized Content & Dist. Ubiquity Radio Will Be Streaming Everywhere - Partnerships Radios Will Not Exist in Cars – Mobile Connectivity Radio Stations Will Expand Content Offerings User-Controlled, Personalized Radio
  47. 47. 49 Future of Print: Interactivity via AR, NFC, E-ink Print & Mobile Based AR E-Ink Rich Media Embedded in Print NFC Tags – Smart Posters, Sprayable Tags
  48. 48. Thank You Melissa Fisher, Managing Partner Personal email: melissafisher7@gmail.com Professional: melissa.fisher@peakroadpartners.com @MelissaFisher7 http://www.linkedin.com/in/melissafisher7

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